Company: adidas AG
Brand value: US$13,765 million
Change since 2018: 16%
Headquarter city: Herzogenaurach
Year formed: 1949
adidas is the second-largest sporting clothes and footwear brand in the world, and is enjoying strong growth thanks to the global popularity of sports leisure wear and the brand’s association with urban culture. adidas is working to excel in the delivery of the best services and a unique brand experience, and is marking itself out as an innovator. It has a decentralized management approach to allow the brand to be part of the newest trends around the world. Innovations include the Speedfactory, a data-based lab producing shoes that are customized to shoppers’ preferences. And, working with environmental organization Parley for the Oceans, adidas is creating products from plastic waste removed from oceans; already, more than one million pairs of “Ultraboost Parley” shoes have been sold. adidas also created a shoe that incorporates a year’s access to public transport in Berlin. The brand is a heavy investor in sports sponsorship, supporting Real Madrid, FC Bayern and Manchester United and the German national football team, as well as grassroots sporting activity across a range of disciplines.